Brief:
- Sweetarts is offering Instagram users a chance to win a special candy-holding satchel inspired by the upcoming Warner Bros. movie "Wonder Woman 1984." The giveaway is part of the promotion for the limited-edition Sweetarts Golden Ropes candy, confectioner Ferrara Candy announced.
- Fans can win the candy-holding satchel created by Sweetarts and Lindy Hemming, the costume designer for the movie, by visiting the @SweetartsCandy page on Instagram and tagging a friend with the circle star emoji starting on July 13. The bag has a Wonder Woman logo and detachable tab to hold Golden Ropes candy in a loop, resembling the superhero's golden Lasso of Truth.
- Golden Ropes are a tropical-flavored licorice rope candy that Sweetarts introduced this summer as part of an extension of its Ropes line of candy. The candy is available nationwide at mass market, convenience and grocery stores, per the announcement. Ferrara is indirectly owned by the Ferrero Group.
Insight:
Sweetarts can reach younger audiences who are most likely to consume its "Wonder Woman"-inspired Golden Ropes candy by running a contest on Instagram, which is popular with Generation Z. The campaign is a sign that the candy maker decided to push ahead on promotional tie-ins with "Wonder Woman 1984," whose release date was rescheduled several times in the past year, most recently to Oct. 2 from Aug. 14 because the coronavirus pandemic led to the closure of theaters. While Instagram is included in this month's "Stop Hate for Profit" advertiser boycott of parent company Facebook, brands continue to post content to their social media accounts to stay connected with consumers.
Instagram's demographics overlap with the most likely consumers of candy, with 31% of people ages 2 to 18 saying they eat candy on any given day, per a government study. About 20% of U.S. children ages 4 to 15 use Instagram, a study by digital safety app maker Qustodio found, but the app tends to be even more popular among older teenagers who have a smartphone. Eighty-five percent of U.S. teens ages 13 to 17 have at least one social media account, and 25% said Instagram is the platform they use most often, according to a YouGov study. That audience makes Instagram a key marketing channel to reach younger consumers who spend less time with traditional media like broadcast TV.
Sweetarts is the latest brand to run a social media contest that can extend its reach by urging people to share the promotion with friends and followers. Toy maker Mattel this month began an influencer campaign for its Uno card game that urged people to share their "player personalities" on Instagram and social video app TikTok, which faces a potential ban in the U.S. amid heightened scrutiny of Chinese social media apps. Frozen dessert Bomb Pop last month started a hashtag challenge on TikTok as part of a social media push to reach younger consumers. Fruit by the Foot, the snack brand marketed by General Mills, in May hosted a speed-eating challenge on YouTube Live to engage consumers.
In addition to the Sweetarts campaign, Warner Bros. also teamed up with the American Red Cross recently, urging people to donate blood by offering prizes from "Wonder Woman 1984."
